Game mechanics and aesthetics differences for tangible and intangible goods provided via social media

• Main Authors: Haziri Fortesa, Chovancová Miloslava, Fetahu Faton
• Format: Article
• Language: English
• Published: Sciendo 2019-06-01
• Series: Management şi Marketing
• Subjects: aesthetics; game mechanics; online buying behaviour; products; services; social media; user behaviour
• Online Access: https://doi.org/10.2478/mmcks-2019-0012

Companies aspire to fulfil consumers’ needs, wants and desires by offering products and services. Due to globalization and digitization, the world became a small village by facilitating the obtainability of products/services across the globe. Furthermore, the online purchasing via social platforms mirrors the traditional purchasing process. Gamification, game techniques and elements have been employed in the different domain for engaging and motivating consumers, students, end-users in numerous countries and cultures. Gamification is considered the appliance of game techniques and game elements in the non-game environment. It’s been adjusted in different models founded as a need to explore and explain variables, phenomena and theories. Game mechanics as one of the game elements are applied in different disciplines to achieve better performance, fruitful collaboration, active and enthusiastic participation, creating enjoyable, pleasurable and entertaining environment. Aesthetics are described as the sensory part that game evoke within the player. To identify the differences within consumers who purchase via social media when game mechanics and aesthetics are applied, the chi-square test for independence has been employed. The results estimate that the association between products and services as variables is not statistically significant and the relationship between them is weak or moderated. The findings of this research are useful for private companies and other interested stakeholders.